Create Positive Destination Image Through Films /Tv Series and Its Impact on Intention to Visit the Destination.

Document Type : Original Article

Authors

Faculty of Management and Technology Arab Academy for Science and Technology and Maritime Transport Alexandria Egypt

Abstract

 Purpose-The purpose of this paper is to identify the film elements that help creating a positive destination image in the minds of the audience's and its impact on their intention to visit the destination
 Design/Methodology/Approach- The design of the research is exploratory to discover the perceptions of respondents on the destination image based on the elements required in films to shape destinations’ image. The research is using a quantitative methodology,402 online questionnaire were distributed based on the convenience non-probability samplingof (Conroy, 2014), to select respondents based on the convenient accessibility and proximity to the researc
  Findings-The analysis showed that Place Schema and Emotional Schema
are the main elements to be considered in films due to the relationship among each other that create a positive strong destination image and consequently af-fect the audience intentions’ to visit the destination
Originality/Value- This research investigates the concepts of creating destinations’ image, using Films and TV Series especially in Egypt that still relies on traditional forms of media to create destinations image. The research highlights the importance of examining the influence of film as a credible and valuable source of information that can help reimaging a destination in Egypt and its impact on the audience's intention to visit destination in Egypt

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